Three decades back, we had Don C and Jerry Lorenzo kind of lead the way as both brands. We only saw that people really liked wearing these brands in our sport and attempting to stand out. So then we wanted to give them more choices, but we also wanted to NBA 2K MT become a platform for aspirational individuals in the fashion world, so you while we had Don, who is clearly extremely built-out already, we kind of took a flyer on Chinatown Market last year -- and clearly they've turned into a massive brand in the last few years. I feel the same way about Eric Emmanuel. Tracey is actually a really good example as well.
Tracey is quite known in the basketball world, but his brand is not as known and we must be aspirational and believe in his expansion. I wished to give him the opportunity to get Visitor On Earth from the game. It is a way for these men to find out like, hey if it does well in the game, maybe I got to think about it releasing it out from the actual world. That is an innovative thought process: to leverage the digital then make the bodily without even having to spending a great deal of money trying to find out whether it's going to work or not. I think it's pretty brilliant.
Even becoming someone like Zack Bia to the match was in-touch. Yeah that's another very great example. I mean, you wouldn't think of Zack as a traditional basketball influencer, but I kind of thought about signing him a year or two back because I understood that we were between these style brands. We signed a couple of guys in that world, that are famous in the fashion world rather than in the basketball world. If we can make them wear stuff in matches and also be a connector for their people -- like Zack's really close to Drake -- it promotes the growth of style in the sport.
We wanted to present our games the capability to express and differentiate themselves in the way any NBA player can through their story telling. Fashion is now a key element to this and, therefore we have partnered with the hottest names in that space to offer digital clothes selections for gamers to match on their players. We do digital falls from each of our partnered clothes brands and attempt to align with their corresponding physical releases when we can to be a different extension for them in their advertising and marketing campaigns. The frequency depends on Buy 2K21 MT time of year as you'll see more throughout the holidays, basketball events [such as NBA All-Star] and fashion events [like Milan Fashion Week, etc..